Advertising & Marketing Events
No Events

advertising-marketing

Tech Marketing Guide to B2B

News, video, events, blogs about Social Media Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, ideas and blogs about Digital Media Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, ideas and blogs about Lead Generation Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, blogs about Mobile Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketer's Guide to B2B

News, video, events, blogs about Technology Business and Marketing for high tech business-to-business from IDG Knowledge Hub.

Subscribe To Latest Posts
Subscribe

IDG Communications Launches ABM360™ for Comprehensive Account-Based Marketing

Business Wire

–World’s Leading Tech Media, Data and Services Company Will Provide Sophisticated Lead Generation, Engagement and Targeting Solutions for BtoB Marketers–

IDG Communications today announced the launch of ABM360, a powerful suite of account-based marketing solutions. ABM360 combines IDG’s industry-leading knowledge of the BtoB technology buying cycle with IDG’s 1st party intent data, account-based media, demand generation and marketing services to enable marketers to identify purchasing intent at the company and decision maker level.

“We’ve run dozens of campaigns using these tools, and they have proven to deliver a winning combination of innovation and most importantly, results.”

Technology marketers continue to be challenged by delivering the right message, at the right time, to the right buyer. ABM360 is the only truly global account-based marketing solution that leverages digital display, demand generation, and data solutions to help marketers identify purchasing intent.

“Mediacom has already come to rely upon IDG’s ABM solutions as an integral part of our clients’ campaigns,” said LaShena Huddleston, Media Director, Mediacom. “We’ve run dozens of campaigns using these tools, and they have proven to deliver a winning combination of innovation and most importantly, results.”

ABM360 reflects IDG’s core capabilities across all facets of technology marketing. By combining IDG’s 1st party personal and contextual data with its demand generation, media, and creative services, ABM360 gives marketers unprecedented global access to the companies and decision makers that matter most.

“IDG’s focus on delivering results has been a game-changer for HP Fortify,” said Majken Pullin, Americas Security Campaign Manager at Hewlett-Packard. “Our use of IDG Sonar, a component of ABM360, shows us that IDG understands the technology industry and buyer intent better than anyone.”

The comprehensive solutions in the ABM360 suite include:

  • Target Account Media – A media targeting solution that helps reach account lists at scale to drive awareness and interest
  • High Intent Media – A solution that applies intelligence to surround high intent accounts with targeted media
  • Creative Personalization – A creative solution that drives better engagement through the use of media that dynamically personalizes based on company data
  • Target Account Lead Generation – A lead generation solution that helps marketers focus on only the accounts with the greatest potential for their business
  • IDG Sonar– A data-enhanced demand generation program which provides actionable sales intelligence at the company and individual decision-maker levels. Sonar intelligence derives intent from IDG’s 1st party data combined with 3rd party data and validates that intent with a BANT-style qualification
  • Deep Media Nurturing – A content marketing program that uses highly-targeted, personalized media to nurture individuals through the purchasing cycle

“IDG knows the technology purchase process better than anyone,” said Michael Friedenberg, CEO, IDG Communications. “This expertise led us to create a suite of ABM products that specifically helps technology marketers identify company purchasing behavior and the people driving these decisions. IDG is the only company to leverage digital display, data and demand generation on a global basis to unlock revenue for marketers and deliver real ROI.”

In the coming months, IDG will be layering new products into the ABM360 suite that leverage predictive analytics and additional advanced data segments.

 

Continue Reading…

Why Digital Marketers Must Drive the Customer Journey

IDG Connect 0811 Why Digital Marketers Must Drive the Customer Journey

Handing off customers, from marketing to sales to customer service, seems a bit jolting in today’s digital world. These days, customers own the online social relationship, and they don’t want to be passed around like a hot potato. They demand one group to guide them through the customer journey.

More often than not, this group is the digital marketing team.

Death of a salesman

Already there are signs that marketers are pushing out salespeople. Forrester predicts one million B2B sales jobs will disappear in the coming years, as customers research and purchase goods online. At DEMO Traction in San Francisco last week, many startup tech companies said they don’t even employ salespeople.
On the post-sale side, a fight has broken out on social media between marketers and customer service pros over control of the customer relationship. Customers don’t want to pick up a phone and call customer support anymore. They want answers online, where marketers hold sway yet aren’t good at providing customer service.

“Initially seen as an outbound channel for marketing, social media soon also saw consumers seeking customer service, something marketing teams were ill-prepared to handle,” writes Forrester analyst Ian Jacobs in a brief entitled Take Social Customer Service Beyond Your Own Walled Garden.

See this infographic on the marketing cycle…

Top Tips: Personalising the B2B Experience

IDG Connect 0811 300x141 Top Tips: Personalising the B2B Experience

 

 Top Tips: Personalising the B2B Experience

Jonathan Pritchard, Managing Partner, Tangent Snowball

Jonathan has been with Tangent for ten years. Responsible for loyalty strategy and CRM planning at the agency, his experience covers Walkers Crisps, Carlsberg, Sky and Wolseley. He has devised, scoped, developed and deployed large scale tech developments, loyalty programmes, as well as advising clients on contact and content strategy.

Having spent many years advising clients on how best to use data to create relevant strategies and campaigns, here Jonathan shares his top tips on how to ensure a personalised customer experience in the b2b sector.

A new stage of personalisation is dawning; one of ‘hyper-personalisation’ and ‘marketing to the segment of one.’ It could be argued that personalisation is now entering its golden age.

Marketing within b2b is particularly suited to data-driven personalised marketing. This is because of the many different customer touch-points, the complex nature of their journeys, and the varying depth of involvement with each business.

However, the large amount of administration required in b2b means that companies have a rich source of vital information: the data. Coupling the data with the tools and your propositions makes for a powerful mix, despite lean budgets and resource.

1.    Remember: you’re still dealing with people

The most important thing to remember is that, whomever your audience comprises of – b2b technology marketers and IT decision makers perhaps – you are always dealing with people. The distinction between this, and B2C, is that customers here will be focussed on their company’s objectives, rather than their personal needs.  So how do you best address these? By presenting what you do in a humanised way. Reading up on behavioural economics will stand you in good stead here.

2.    Invest in your data

Many b2b businesses rely on relationships throughout the organisation to deliver on their objectives. It is key that everyone has the appropriate access to customer data to understand how best to serve that customer. In b2b, customer service is your key differential in often crowded market places. Your data will unlock a great deal of insight.

Continue Reading…

The Power of Knowledge

The Power of Knowledge white paper takes a comprehensive look at the IDG Enterprise 2014 Customer Engagement research to better understand the preferences of the IT buyer. The results find that IT decision-makers do not need more content, but more reliable, credible and accurate information throughout the purchase process.

This white paper will:

  • Explain the challenges IT decision-makers have when it comes to finding useful information.
  • Provide a better understanding of timing, format and relevance of the content that your target audience is searching for.
  • Highlight key ways social sharing of content and social interactions help create a trustworthy brand, and how IT buyers better perceive these brands.
  • Show how technology marketers and sales can better integrate in order to ensure a smoother customer journey.

 

Screen Shot 2015 04 27 at 1.00.24 PM The Power of Knowledge

Click here for your copy… 

Mobile ad spending to hit $100B in 2016 and become the biggest digital ad market

VentureBeat

Mobile ad spending is on a tear. It will top $100 billion in 2016 and account for more than 50 percent of all digital ads for the first time, according to market researcher eMarketer.

More than $101.37 billion will be spent on ads served in 2016 to mobile phones and tablets worldwide. That’s a 400 percent increase from 2013. From 2016 to 2019, mobile ads will nearly double again, rising to $195.55 billion. That figure will account for 70.1 percent of all digital advertising as well as more than one-quarter of total media ad spending worldwide.

It’s all about the number of consumers adopting mobile devices. As that number soars, marketers are chasing consumers into mobile markets. Next year, eMarketer estimates, there will be more than 2 billion smartphone users worldwide, more than one-quarter of whom will be in China.

The number of tablet users worldwide is growing more slowly than the global smartphone audience. But tablets will reach more than 1 billion users in 2015. eMarketer said that in many emerging and developing markets, consumers are often accessing the Internet mobile-first and mobile-only, driving marketers to mobile advertising.

The U.S. and China will drive mobile ads in the short term. In 2016, U.S. advertisers are expected to spend $40.2 billion on mobile ads, more than doubling the total from 2014. In China, advertisers will spend $22.1 billion next year, triple the amount spent in 2014. In both countries, mobile will become the majority of all digital advertising next year.

Continue Reading… 

 

Not All Social Media Platforms are Equal – How to Pick the Ones That Work for You

Soshable

Launching a new business? Or promoting an existing one? Either way, my guess is that social media figures pretty high on your priority list when it comes to marketing your brand.

Over 70% of all online adults in the United States have a Facebook account. For the first time ever, 56% of senior citizens are on social media. That figure stands at 89% for young ’uns, or users from 18 to 29 years of age. The millennial generation, consisting of young adults born between 1980 to 2000 and accounting for nearly 30% of the US population, see social media as their primary means of connecting with brands. Over half of them claim that “social opinions” directly influence their purchase decisions.

So we all agree that being on social media is unavoidable if you want to be relevant to today’s consumer.

With the explosion of social media platforms, the question now arises, “which social media platforms will give me actual results?” And this, my friends, is the most sensible place to begin your social media journey.

Research Your Options

The first step to social media success lies in being active on the right platforms and engaging with your target audience in the form that they prefer best. But before you make a choice of which platform would work for your business, you need to first figure out what each platform has to offer you and then proceed by eliminating the least attractive ones.

Before we analyze each platform’s pros and cons, let’s see where they all stand with respect to each other.

The data above clearly shows Facebook as the leader in terms of number of users, followed by LinkedIn, Pinterest, Instagram and Twitter – in that order. This data also shows us how in a matter of a couple of years, Twitter has gone from being the third largest network to a lowly number five. At the same time, we see Facebook stagnating in its usage figures in the last year with a barely-there upward blip in 2013.

Let’s arm ourselves with some more facts about the top five social networks before we decide which ones work best for our business.

Facebook offers brands the widest possible reach – with 1.34 billion active users per month, Facebook is light-years ahead of competition. As a platform it is marginally more popular with women than men, it’s also more popular among Hispanics and Whites as compared to African Americans. A trend that has been accelerating in recent years is the exodus of teens from the site with 3 million teens dropping off in the last three years.

Read More… 

 

5 innovative ideas for digital journalism from Build The News

Journalism.co.uk

The third edition of Build The News, a two-day hackathon organised by The Times and Sunday Times, took place last weekend at the News UK offices in London. Around a hundred talented developers and student journalists brought innovative ideas and prototypes to the table, competing for both the student and staff categories.

The three topics proposed by the organisers before the event were: interaction – if news organisations are getting rid of comments, how can readers be engaged?; social sources – how to ensure UGC is fairly credited; and context – how to explain to readers the wider situation and context around a certain story.

Participating teams tackled not only these categories, but many others. Here are five ideas developed and presented at Build The News:

Interactive Debate

May’s General Election is fast approaching and news organisations are looking for creative and interactive ways of engaging their audiences. The hackathon’s winning team developed a tool that can be easily applied to this particular event, but also to other types of video interviews.

Once given a video, the system generates a transcription, identifies the speakers and provides a written summary of the keywords and main topics discussed. Interactive Debate also uses natural language processing and sentiment analysis software to identify the emotional charge of the participants.

The tool can also serve journalists by providing an analytics dashboard of viewers’ engagement with the content, from most viewed to most shared or commented on.

“I have a long-standing interest in working with transcriptions”, said Pietro Passarelli, one of the team members and current MSc Computer Science student at University College London. “Having worked in the media industry on broadcast documentaries, I am always considering ways in which to make the process easier, faster and more insightful”.

Read More..

Facebook’s New App That Will Make Video Content HUGE

Quartz

Facebook has rolled out a new app that lets friends (and subsequently their network of friends and so on) add clips to an ongoing video focused on a single topic—April Fool’s Day, for instance. It’s potentially a game-changer for advertisers on the social network, which eventually could use the app to engage directly with consumers. And it’s another example of Facebook’s growing emphasis on video.

It’s easy to envision how the new app, Riff, might have been used during last year’s ALS Ice Bucket Challenge, which over the course of three months generated more than 17 million videos posted on Facebook while raising awareness and money to fight Lou Gehrig’s disease.

The video-driven campaign contributed to the huge increase in the number of video posts on Facebook last year—up 94% in the US and 75% globally. In January, the company said that video views on the social network had reached 3 billion a day. “If you go back five years ago, a lot of Facebook was primarily text, right, and a little bit of photos,” CEO Mark Zuckerberg told investors. “Now, I think the primary mode that people are using to share is photos, and I wouldn’t be surprised if in the future that shifted more and more towards videos.”

Facebook’s challenge is getting users to see the value of Riff. The few companies that have ventured into this niche haven’t seen major success. JumpCam, for instance, ranks No. 1,346 in the App Store’s social networking category, according to App Annie. CompetitorsMixBitCollabraCam, and Vyclone haven’t fared much better in the rankings.

But Facebook is pressing on with its video efforts—at its developer conference last week it announced plans to bring immersive videos with 360° perspective to the social network and its virtual-reality platform, Oculus.

“What really matters is that consumers are using video on Facebook, because that gives us an opportunity, one, to provide a great consumer experience, but two, to have ads match that consumer experience,” chief operating office Sheryl Sandberg said on the company’s most recent quarterly earnings call. “If there wasn’t consumer video on Facebook, video ads in your news feed would be very jarring.”

Read More… 

 

CMOs Focus More On Tech To Automate Media Decisions

MediaPost

Blake Cahill, global head of digital and social marketing at Philips, manages more than 70 marketing technologies.

He is one of a growing number of marketing heads becoming inundated with technology as media silos crumble and data integrates to support cross-channel and cross-device marketing and advertising.

“Just in the customer relationship management sector, we have three or four major pieces of technology, and then underneath another three or four to manage the customer data,” Cahill said. “In the social space, we have about seven or eight pieces of technology to help with social listening, publishing, and analytics.”

Cahill is looking at technology investments to better automate media decisions and ecommerce, because as the company builds more Internet-connected products, consumers will purchase service contracts from the brand, rather than third parties like Amazon. He is also looking at adding technology around affiliate and media marketing as it relates to the triangle between search engine optimization, social optimization, and ad-serving.

For years, Gartner has been touting the majority shift in spend on technology from CIOs to CMOs. Cahill references the research firm’s forecast, which suggests that within the next few years, marketing will see CMOs spend more on new digital technology than CIOs. Not at Philips, he said, admitting that it depends on the company.

“It may be true if you’re a start-up like Uber and the model is built around marketing and customer engagement, but if you’re a larger company with an established infrastructure, the statement isn’t necessarily true,” Cahill said. “Marketing departments are making massive investments in technology to drive customer relationships and media.”

Gartner estimates that the average B2C relies on more than 50 applications and technologies to support marketing. By 2018, CIOs who build strong relationships with CMOs will drive a 25% improvement in return on marketing technology investment.

 

Read More… 

What makes a top brand video on Facebook and YouTube

DIGIday

Brands are taking Facebook video as seriously as YouTube. But what performs well on each platform differs, according to new data from digital video analytics company Tubular.

For a second week running, Air France’s “France is in the air” video soared on YouTube, racking up more than 17.8 million views on the platform from March 14 to March 20. That makes the playful, 45-second spot the current top brand video on YouTube. On Facebook, meanwhile, a clip from Marvel’s upcoming “Avengers: Age of Ultron” film topped the charts, attracting 9.4 million views between its Thursday upload date and the end of Friday.

“There was obviously significant spend behind [the Air France video], because you see there was only a tiny amount of [likes, comments and shares],” said Allison Stern, vp of enterprise at Tubular Labs. More paid promotion leads to a lower engagement rate, she said.

Read More…